The deal has some wondering where exactly Amazon plans to go with its gaming strategy, and it may revive rumors that the company is preparing to release its own gaming console.

Not everyone agrees, though.

"Instead of gearing up for a console launch, Amazon is targeting the set-top market—where growth is faster, competition is weaker and it ties in better with its e-commerce and Prime Video platforms," said Todd Haselton, executive director of TechnoBuffalo.